> ## Documentation Index
> Fetch the complete documentation index at: https://docs.upstackdata.com/llms.txt
> Use this file to discover all available pages before exploring further.

# New Customer Total AOV: First-Time Buyer Average Order Value

> Track average order value for first-time buyers including shipping and taxes. Compare against returning customers to benchmark acquisition basket size.

<Tip>
  The average total transaction value for first-time buyers, including shipping and taxes.
</Tip>

## Formula

<Info>
  **New Customer Total AOV** = [**New Customer Total Revenue**](/reference/metrics/orders/revenue/new-customer-total-revenue) ÷ [**New Customers**](/reference/metrics/orders/customers/new-customers)
</Info>

### Formula Components

| Metric                                                                                         | Definition                                                             |
| ---------------------------------------------------------------------------------------------- | ---------------------------------------------------------------------- |
| [**New Customer Total Revenue**](/reference/metrics/orders/revenue/new-customer-total-revenue) | Sum of all revenue from first-time buyers including shipping and taxes |
| [**New Customers**](/reference/metrics/orders/customers/new-customers)                         | Count of distinct first-time buyers in the period                      |

| Metadata        |                             |
| --------------- | --------------------------- |
| **Type**        | Currency                    |
| **Data Source** | [Shopify](/sources/shopify) |
| **Aggregation** | Average                     |

***

## Example

Your store acquired **412 new customers** in February with **\$48,620** in total revenue:

| Metric           | Value        |
| ---------------- | ------------ |
| NC Total Revenue | \$48,620     |
| New Customers    | 412          |
| **NC Total AOV** | **\$118.01** |

***

## How It Works

New Customer Total AOV divides your first-time buyer revenue (including shipping and taxes) by the number of [new customers](/reference/metrics/orders/customers/new-customers). Shopify determines new vs returning status based on email address match against prior orders.

***

## When to Use

| Scenario                        | Action                                                                                                                                             |
| ------------------------------- | -------------------------------------------------------------------------------------------------------------------------------------------------- |
| Benchmark acquisition baskets   | Compare NC Total AOV against [RC Total AOV](/reference/metrics/orders/aov/returning-customer-total-aov) to see if new customers spend more or less |
| Evaluate first-order promotions | Track whether welcome offers attract larger or smaller baskets                                                                                     |
| Calculate acquisition ROAS      | Combine with ad spend to measure first-order efficiency                                                                                            |
| Set free shipping thresholds    | Position threshold above NC AOV to encourage larger carts                                                                                          |

***

## Related Metrics

| Metric                                                                                     | Relationship                                 |
| ------------------------------------------------------------------------------------------ | -------------------------------------------- |
| [Total AOV](/reference/metrics/orders/aov/total-aov)                                       | All customers combined (NC + RC)             |
| [Returning Customer Total AOV](/reference/metrics/orders/aov/returning-customer-total-aov) | The retention counterpart to compare against |
| [New Customer Total Revenue](/reference/metrics/orders/revenue/new-customer-total-revenue) | The numerator of this metric                 |
| [New Customer Net AOV](/reference/metrics/orders/aov/new-customer-net-aov)                 | Same segment, after discounts and refunds    |

[See all AOV metrics →](/reference/metrics/orders/aov)